Back from the Future
Concept Design / Logo Design / Graphic Design / Illustration / Creative Writing / Typography / Video production / AI Direction / Branding / Culture
When Zure wanted to turn their employees into brand ambassadors, they turned to Leijoona for help. A new employee communications platform was about to be introduced and they needed everyone to be hyped about that. And what could be more exciting than an employee communications platform? Yeah, exactly… I needed to put my fanciest thinking cap on for this one.
They say the future is not written, so we decided to fix that. Leijoona created a five-month story-driven campaign that transported the employees to the year 2043. And let me tell you, the future looks grim. In just 20 years the world had turned into a dystopian nightmare with huge corporations controlling everything.
Now friends, I know what you’re thinking. How can this Orwellian tribulation be good for Zure’s brand? And you’re right. You take your average medium-sized company and this kind of campaign would surely turn against you. But Zure is not your average medium-sized company. They’ve managed to build a flourishing company culture, where everyone is respected and heard. They have been Future Workplaces certified for three consecutive years. Their eNPS (employee net promoter score) is off the roof (92). Their company culture is so good, we figured we could play with that a bit. And it paid off.
Zure’s employees were given instructions from the future Zure Corporation on how to use the new platform. A gamified competition encouraged everyone to share, like, comment and ideate on Zure’s social media platforms. Each month introduced new custom design prices, that were presented in company-wide meetings along with last month’s winners. It was like the Oscars, but with fewer fancy dresses and more bragging rights.
The story-driven campaign inspired employees to get involved on social media, which led to a humongous 5900% boost in organic reach.
Generative AI
The main plots for the stories were first written using traditional creative methods. With the assistance of OpenAI's ChatGPT, those drafts were turned into fully-formed short stories.
The illustrations used in employee presentations and printed short stories were created using generative AI. Extensive style exploration was conducted before settling upon the final style.
The video introduction was created with the help of AI video generation. Traditional video editing was used to give the AI-generated raw material a dystopian holographic appearance.
The AI-generated illustrations were scaled for higher resolution using Adobe’s AI-powered neural filters. Traditional photo editing was done to finalize the illustrations for print.
To do our best to prevent this dystopian future from happening, we used 100% sustainable and responsibly made garments printed by Natua.
“The many elements of the campaign, the compelling story, and the usage of the very topical AI made employees want to share internal material even externally. I'm extremely happy about the results and the cooperation with Joona.”
Suvi Leinonen
Marketing Lead